Corporate Identity
-Visual performance of the
company’s reality.
-Tangible element transmitted to
stakeholders’ minds.
(name, logo, motto, products,
services, buildings, stationery,
uniform)
3 Keys attribute corporate
identity:
-Symbolism: Visual design
(logo, uniform, stationery)
-Communication: internal/
external event, sponsorship,
advertising
-Behaviour
Corporate Image
-Immediate mental picture that
audiences have of an
organisation.
-Stakeholders have sole right to
judge, so company need manage
image strategically.
5 factors affect corporate
image:
-Customer service management
-Quality of products and services
-Media as your “best friend”-
positive news create good
corporate image (might also turn
to enemy)
-Established business
relationship – build trust among
stakeholder (customer, suppliers,
partners)
-Be transparent to stakeholders –
being truthful
Corporate Reputation
-Valuable asset
-Significant link with corporate
image, profitability
-Grow over time as of a result of
consistent performance; built by
effective communication that
supported by good corporate
image.
5 advantages of having good
corporate reputation:
-Employees are motivated to
work (high job satisfaction)
-Customers purchase with
confidence (high repeat sales)
-Attract more investors (lead
more capital cost)
-Media journalist produce more
positive news
-Financial analysis give better
and more favourable coverage
and suggestions.